On Saturday 20 June 2009, Massimo Giorgetti was putting the final touches to his first MSGM collection that was due to debut at Milan Fashion Week the following day, when he realised something didn’t sit quite right. Taking it all in, ‘it [looked] too traditional, too basic’, he recalls.
Compared to what everyone else was putting out at the time, ‘it definitely wasn’t [either of those things]’, he laughs. But even still, with only hours to go, he called a young artist famed for his Jackson Pollock-style splashes, who arrived and promptly started to throw paint at the collection, rendering Giorgetti’s beautifully perfect clothes, perfectly imperfect. The results scratched Giorgetti’s creative itch; however, he didn’t bank on the clothes still being dripping wet the following day. He presented them to the world’s fashion press anyway to rave reviews. ‘When people arrived they went crazy for it,’ he smiles.
